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Traffic Injury Research Foundation – Branding A tool for safer cycling

In 2016, the Traffic Injury Research Foundation (TIRF) received funding from the Public Health Agency of Canada to conduct the project, which aims to develop and promote a citizen web-mapping surveillance tool for safe and accessible cycling. Acart partnered with TIRF and the team to provide support for the branding and creative development of community outreach materials. is an app and website that allows cyclists to map bicycle crashes, near-misses, hazards, thefts, and cycling routes. Its function was a central message across all the branding and promotional materials, which included a logo, video, two radio PSAs, and stationary materials. Other messages we communicated were how easy and quick it is to use, and how it can help build safer communities. Aside from branding and promotional materials, Acart also provided digital recommendations and a social media strategy to guide the development of’s new Ottawa-focused Instagram account (@bikemapsott). has officially launched in Greater Victoria, British Columbia; Metro Vancouver, British Columbia; Edmonton, Alberta; and Ottawa, Ontario—but is accessible internationally. The tool has had excellent take up; as of June 30, 2016, received its 3000th pin, which represents 3000 incident reports filed.

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